Why cookware brand HexClad is sitting out of the Super Bowl for a broader field

Any advertisers who want in on this year’s Super Bowl better be ready to cough up $8 million — and that’s just for the 30-second unit on NBCU itself. As one of the last bastions of monocultural moments in the U.S., demand for the Big Game has skyrocketed and inventory sold out last September. 

“It’s a bet — like, a large financial bet,” said Kerry McKibbin, president and partner at Mischief @ No Fixed Address, an independent creative advertising agency, adding, “So many CMOs’ budgets are strapped. It’s a calculated or strategic bet for them.”

Some advertisers like HexClad cookware brand, are sitting this Super Bowl out. Aside from sharing recipes and past imagery for a small retention and social campaign, HexClad won’t activate around the Big Game this year, said Matt Duckor, head of content at HexClad.

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